Lil Nas X is an American rapper, singer, songwriter, LGBTQ icon, who is extremely active on social media. In 2020, to promote the release of his new single “Holiday,” he set out to film a live TikTok video in front of prominent billboard in West Hollywood, booked for him by MilkMoney. This specific billboard on the iconic Sunset Strip was selected as an ultimate enhancer of the already over the top creative, as well allowing for safe filming of content.